Explore How Different Companies Have Survived Over The Years

Explore How Different Companies Have Survived Over The Years

Choose a hospitality-oriented company that was established before 1970 and is still doing business today. Provide a write-up of how that company has survived in regard to how they have marketed their products and brand to engage the evolving customer. How has the brand or concept changed since the 1970s? What microenvironment and macroenvironment forces influenced these changes? How will the company adapt in the next decade given new environmental forces? Discuss how the company can be proactive instead of reactive when responding to these trends. If possible, include examples of their past marketing efforts—such as a 1980s commercial—compared to recent campaigns.

Paper For Above instruction

The Hilton Hotels & Resorts is a prominent example of a hospitality company that has survived through decades of transformation since its founding in 1919. It has continuously adapted its marketing strategies and brand concept to meet the changing demands of its customer base and external environmental forces. This enduring success stems from its ability to evolve both its service offerings and its marketing approach, which has been essential in maintaining relevance amid shifting consumer preferences and technological advances.

Initially, Hilton marketed itself as a luxury and modern hospitality brand appealing to affluent travelers during the mid-20th century, emphasizing exclusivity, comfort, and premium services. In the 1970s, its marketing campaigns focused on sophisticated imagery and service quality, aligning with the macroenvironment of economic growth and a booming tourism industry. During this era, the brand reinforced its image through print advertisements, television commercials, and international expansion efforts. For example, a 1970s Hilton commercial emphasized elegance, reinforcing its reputation among the affluent class.

Over the decades, Hilton adapted its marketing to reflect societal and technological changes. The rise of globalization and the internet contributed to a broader customer base, prompting Hilton to diversify its offerings beyond luxury, including mid-tier brands like Hilton Garden Inn and Hampton Inn. The advent of digital marketing allowed Hilton to personalize communications and optimize customer engagement through social media, online reviews, and targeted advertising. The company also responded to macroenvironmental forces such as environmental sustainability and economic fluctuations by integrating eco-friendly practices into operations and communicating these efforts in their marketing campaigns.

Looking to the future, Hilton must anticipate ongoing technological advancements like artificial intelligence, smart hotel rooms, and increased environmental concerns. To remain proactive, Hilton can invest in innovative marketing strategies such as virtual reality tour experiences, personalized AI-driven offers, and sustainability-driven campaigns that resonate with environmentally conscious consumers. For instance, they can develop marketing content demonstrating their eco-initiatives or use influencers to promote their sustainable practices, responding swiftly to trends rather than reacting after their competitors. This forward-thinking approach ensures Hilton remains relevant amid fast-changing consumer preferences and macroeconomic shifts, securing its position as a leading global hotel brand.

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